Malt Strategy
NEW
AI Search
Malt Strategy
NEW
AI Search
Malt welcome

Welcome to Dan's freelance profile!

Malt gives you access to the best freelancers for your projects. Contact Dan to discuss your project or search for other freelancer profiles on Malt.

Dan Rimmer

Marketing Mix Modelling (Econometrics)
  • Suggested rate
    £830 / day
  • Experience8-15 years
  • Response rate100%
  • Response time1 hour
The project will begin once you accept Dan's quote.
Location and workplace preferences
Location
London, England, United Kingdom
Remote only
Primarily works remotely
Verifications

Freelancer code of conduct signed

Read the Malt code of conduct
Verified email
Languages
Check out languages spoken by Dan
Categories
Share this profile
These freelancer profiles also match your search criteria
Agatha FrydrychAF

Agatha Frydrych

Backend Java Software Engineer

Baptiste DuhenBD

Baptiste Duhen

Fullstack developer

Amed HamouAH

Amed Hamou

Senior Lead Developer

Audrey ChampionAC

Audrey Champion

Web developer

Signup to reveal
Skill set (7)
Check out Dan's expertise
Dan in a few words
KITE is a small independent consultancy helping companies grow their sales, profits and return on marketing investments. This is done through the application of marketing mix modelling (econometrics) and analytics, the development of in-house analytics capabilities (including staff recruitment) and leveraging over 20 years of experience across multiple industries and countries.
Experience
  • KITE
    CEO
    June 2015 - Today (9 years and 6 months)
    London, UK
    KITE is a small independent consultancy helping companies grow their sales, profits and return on marketing investments. This is done through the application of marketing mix modelling (econometrics) and analytics, the development of in-house analytics capabilities (including staff recruitment) and leveraging more than 18 years of experience across multiple industries and countries. WHAT KITE DO:
    • Quantify historic sales drivers and forecast future outcomes
    • Evaluate, plan and optimise marketing and sales investments
    • Provide commercially actionable recommendations to grow sales, profit and return on investment (ROI)
    • Design and build in-house analytics capabilities for clients, including the recruitment of econometricians, analysts and data scientists
    • Partner with major blue chip clients, media agencies, analytic consultancies, research companies and data suppliers
    • Work across a broad spectrum of industries and countries
    • Empower organisations to put data and analytics at the heart of their decision making process and engender a culture of continuous learning and implementation of recommendations. HOW KITE DO IT:
    • Application of impartial marketing mix modelling (econometrics) and analytics to clients historic internal and external data
    • Utilisation of advanced optimisation and forecasting software for scenario planning
    • Leveraging clients existing research materials
    • Drawing on a broad range of experience and knowledge working with other clients facing similar challenges and opportunities
  • Entropy - The Science of Growth
    Director of Econometrics / MMM
    June 2017 - Today (7 years and 6 months)
    London, UK
    Entropy is a global marketing consultancy and one-stop shop for digital commerce.
  • Kellogg Company
    Director of Marketing Effectiveness & Business Analytics - Europe, Middle East & Russia
    October 2005 - May 2015 (9 years and 7 months)
    Dublin, Ireland
    Dan built & led the marketing effectiveness & business analytics function across Europe, Middle East & Russia, covering all categories in which Kellogg's operates. Leading a team of 14 in multiple countries, Dan was responsible for:
    • Translating masses of information into insights that drive commercially actionable recommendations to materially improve business performance & ROI
    • Representing Europe on the Global Marketing Effectiveness Council
    • Multi-million euro budget & relationship management across all data & modelling suppliers
    • Harmonisation of data from IRI, Nielsen, Kantar, Gfk & TNS across 25 markets into a single data cube visualisation platform, after initiating & leading a procurement project & building a business case
    • Integration & application of multiple data sources to drive business strategy, including Datamonitor, Euromonitor, Mintel, Planet Retail, IGD, Dunnhumby, i2C, Emnos, Millward Brown, Hall & Partners, Ehrenberg-Bass, IPA & ISBA
    • Management of the in-house econometrics function (established by Dan himself on joining)
    • Implementation of externally built econometrics platform across key markets after initiating & leading a global procurement project & building a business case
    • Internal & external evaluation of shopper / experiential marketing, e.g. store / shopper level test & control using retailer / loyalty card data
    • Optimisation of investments within & across ATL / BTL / Trade, Brands & Countries
    • Clear direction on media channel selection, media mix, flighting, weights, spot lengths & creative
    • Optimisation of BTL budget for door drops, mailings, coupons, in-store media & sampling
    • Pricing recommendations to minimise sales loss & maximise profit from price increases, pack size changes & range reviews
    • Promotional recommendations to maximise sales & profit through optimal mix of trade promotion mechanics, in-store display, product mix, phasing with advertising
    • Forecasting short, medium & long term sales
    • Check out Dan's experience
Recommendations
Education
  • Bachelor of Economics
    Lancaster University
    1996
    Bachelor's Degree, Economics
  • Certificate, Digital Marketing
    GSM London
    2015
    Certificate, Digital Marketing